Our in-depth research turned up two crucial insights: women aren’t talking about their urinary incontinence, and women don’t understand what could be causing it. Renovia’s prescription-only therapeutic device, leva®, trains women to strengthen a weak pelvic floor, which is a common cause of leakage most women aren’t aware of. We understood that the first step in generating leads was education — and that required overcoming embarrassment with a powerful message and engaging experience.
We developed a custom demand generation ecosystem across channels to first educate and engage women, and ultimately to convert them. Our innovative and creative solution began with an unbranded interactive health quiz that not only drove qualified leads directly to Renovia’s website, but captured demographic data, educated women about the potential cause of their condition, and provided them an easy way to get help.
Educate and engage
There’s no obvious way to generate leads for something people want to ignore. Armed with our research on women struggling with urinary incontinence, we decided to get creative. Targeted ads powerful enough to elicit clicks from embarrassed women pushed to pelvicscore.com, which served up an interactive quiz educating them about the cause of their leakage issues. The unbranded quiz delivered these actively engaged, highly qualified leads directly to knowleva.com. We followed up with branded ads retargeting women who didn’t immediately convert.
Automate and personalize
We developed three distinct campaign and content experiences to reach prospects across a variety of channels and stages. In addition to the unbranded quiz, we created a leva®-branded retargeting campaign to boost awareness of the brand and product, as well as a branded email campaign to increase bottom-of-the-funnel conversions. These campaign elements were all deployed automatically based on a set of criteria. This enabled detailed segmentation across the buyer journey and a hyper-personalized experience for each prospect.
Measure and analyze
To give the client immediate and robust insight into prospects and leads, our in-house tech team built a custom martech ecosystem to track, manage, deploy, and analyze our digital presence across all channels (email, display, search, social, native, landing pages, etc.). We shared a real-time dynamic dashboard that enabled the Renovia sales team to act on leads instantaneously. The dashboard showed activity from all three campaigns across all channels to provide a bird’s-eye view of the campaign as well as tactical info, like click-through rate, and future business insights.